State of the Internet – Australia

February 2011
Australian Internet Population Growth & Consumption

Maturity of this Internet market means that population size and usage levels have
remained relatively stable in the past year, though there may be seasonal variations
in usage.

Internet Population Size and Average Time Spent Online

16.0 22.3 22.1 21.7 25.0
20.2 20.6 20.8 20.6 20.8 20.3 20.0 20.4
14.0 19.8 19.8
18.8
20.0
12.0
10.0 15.0
8.0
13.0 13.0 13.1 13.1 13.1 13.1 13.1 13.2 13.2 13.2 13.3 13.3 13.4 13.4 10.0
6.0
4.0
5.0
2.0
0.0 0.0

Unique Visitors (MM) Average Hours per Visitor

© comScore, Inc. Proprietary and Confidential. 2 Australien Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, November 2009 to December 2010
Time Spent Online in Australia is Low, Despite High Internet and
Broadband Penetration

Average Time Online,

Australia’s total Internet consumption is Selected Countries
below the global average. Web users in Canada 44.9
Canada, the heaviest Internet market in United States 35.9
the world, spend more than twice as United Kingdom 30.6
much time online than the average Hong Kong 25.9
Australian Internet user. Brazil 24.3
Germany 23.2
World-Wide 23.1
Singapore 22.3
Australia 18.8
Switzerland 18.0
New Zealand 17.7
Japan 17.1
Taiwan 16.5

© comScore, Inc. Proprietary and Confidential. 3 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
Young People in Australia are the Heaviest Web Users

Males 15-24 spend the most time online overall,

averaging 24 hours online in December, followed
by females the same age, who were online for
20.9 hours. Among men, each older age group
spends successively less time online. Women 35-
44 and over 55 were online longer than their male
counterparts this month.

Average Hours Spent Online

24.0 By Age and Gender
20.9 19.6
18.5 17.9 17.6 17.4 16.6 18.9
16.0

15-24 25-34 35-44 45-54 55+

Males Females

© comScore, Inc. Proprietary and Confidential. 4 Australian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
Regional Differences in Online Time

The majority of Australian Internet users come from New South Wales and Victoria.
Web users in these two states also spend the least amount of time online.

AUSTRALIA
Average usage 18.8 Hours

QLD
20% of Internet Population
WA Average usage 19.7 Hours
10% of Internet Population
Average usage 19.7 Hours
NSW
32% of Internet Population
SA Average usage 18.1 Hours
7% of Internet Population
Average usage 19.9 Hours VIC
25% of Internet Population
Average usage 18.0 Hours

© comScore, Inc. Proprietary and Confidential. 5 Australian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, December 2010
Reach of Key Categories

Percent of Australian Internet Population Visiting 20 Key Site Categories

Search/Navigation 89.9% Technology 52.7%

Social Networking 81.6% Downloads 49.9%

Multimedia 69.5% Auctions 48.0%

Photos 68.1% Blogs 45.2%

Retail 67.3% Games 44.6%

Directories/Resources 66.4% Travel 36.2%

Directories/Resour…
e-mail Instant
61.7% 36.0%
Messengers
Community 58.9% Education 31.8%

News/Information 58.1% Sports 28.0%

Business/Finance 54.2% TV 27.1%

© comScore, Inc. Proprietary and Confidential. 6 Australian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), November 2010
Share of Time on Key Site Categories

Share of Total Australian Internet Minutes on 20 Key Site Categories

Search/Navigation 3% Technology 1%

Social Networking 22% Downloads 1%

Multimedia 7% Auctions 2%

Photos 2% Blogs 1%

Retail 2% Games 3%

Directories/Resources 2% Travel 1%

e-mail 6% Instant Messengers 12%

Community 2% Education 1%

News/Information 3% Sports 1%

Business/Finance 2% TV 0%

Together, these 20 categories comprise 73% of all time spent online

© comScore, Inc. Proprietary and Confidential. 7 Australian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), November 2010
Share of Online Time on Social Networking has Increased,
at the Expense of Other Online Communication Categories

A substantial shift has occurred in the way Australians allocate their online time:
Social Networking’s share of time has increased substantially, offset by a significant
drop in time spent using Instant Messengers. E-mail use has also dropped slightly.
Note that total online time has remained relatively flat over the past year (+1%).
Share of Total Australian Internet Minutes
25%

20%
+26%
Social
15% Networking

-42% e-mail
10%
-4% Instant
5% Messengers

0%

© comScore, Inc. Proprietary and Confidential. 8 Australian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, November 2009 to November 2010
Social Networking

Australians use Social Networking sites at a rate similar to Europe’s regional

average, outpacing the global average by 10 reach points.

Social Networking Social Networking

% Reach Average Minutes per User

Worldwide 71.2% Worldwide 289.9

Asia Pacific 50.0% Asia Pacific 171.0

Europe 84.7% Europe 368.4

North America 88.2% North America 316.3

Latin America 87.9% Latin America 293.8

Australia 81.6% Australia 295.3

New Zealand 82.5% New Zealand 257.8

© comScore, Inc. Proprietary and Confidential. 9 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), November 2010
High Social Networking Reach in Australia is Driven by Facebook

As in many countries around the globe, Facebook is the clear Social Networking
leader in Australia, both in terms of reach and usage. The average Facebook
user spent about five hours on the site over the course of the month.

Top Social Networks: Australia Top Social Networks: Australia

% Reach Average Minutes per User

FACEBOOK.COM 75.5 FACEBOOK.COM 305.4

Windows Live Profile 12.9 Windows Live Profile 4.4
LINKEDIN.COM 10.2 LINKEDIN.COM 12.1
Myspace 6.9 Myspace 11.2
TWITTER.COM 6.3 TWITTER.COM 15.9
DEVIANTART.COM 4.8 DEVIANTART.COM 38.5
FORMSPRING.ME 2.8 FORMSPRING.ME 43.7
Digg Inc. 2.0 Digg Inc. 3.1
Orkut 1.9 Orkut 45.7
Yahoo! Pulse 1.8 Yahoo! Pulse 4.1

© comScore, Inc. Proprietary and Confidential. 10 Australian Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, November 2010
Photos is One of the Fastest-Growing Categories in Australia

Social Networking’s reach in Australia has grown by 4 percent over the past year,
same as the global growth of the category. However, the rise of Social Networks
has had ripple effects in other categories, notably Photo sites. Along with the
ubiquity of inexpensive digital cameras and camera-equipped cell phones, the
ease of sharing photos on Social Networking sites has spurred substantial
growth in this category over the past year.

Social Networking Photos

+4% +39%
+4% +31%
78.3% 81.6% 68.1%
68.2% 71.2% 53.5%
49.1%
40.8%

Australia Worldwide Australia Worldwide

2009 Reach 2010 Reach 2009 Reach 2010 Reach

© comScore, Inc. Proprietary and Confidential. 11 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), November 2009 vs November 2010
Photos

Today’s web users are far more likely to share photos with friends and family than
ever before, and web users in Australia are no exception.
Reach of Photo sites in Australia is similar to the category’s average reach in
Europe and Latin America, and is the rare category in which Australian usage is
above global and regional averages.

Photos Photos
% Reach Average Minutes per User

Worldwide 53.5% Worldwide 31.6

Asia Pacific 31.4% Asia Pacific 23.9

Europe 67.0% Europe 32.4

North America 73.2% North America 30.1

Latin America 66.0% Latin America 33.4

Australia 68.1% Australia 35.4

New Zealand 67.8% New Zealand 27.0

© comScore, Inc. Proprietary and Confidential. 12 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), November 2010
Top Properties in Photos

Facebook.com Photos is the most popular site in the category, but in the next tier
are a large number of specialized photo sites which are competing for a portion
of this market.

Top Photo Sites: Australia Top Photo Sites: Australia

% Reach Average Minutes per User

Facebook.com Photos 50.9 Facebook.com Photos 42.8

Photobucket.com LLC 9.6 Photobucket.com LLC 9.3
Flickr 7.0 Flickr 5.3
ImageShack 3.7 ImageShack 5.2
Picasa Network 3.5 Picasa Network 3.7
Windows Live Photos 3.3 Windows Live Photos 2.8
TWITPIC.COM 2.4 TWITPIC.COM 5.7
Windows Live Photos … 2.2 Windows Live Photos …
PICNIK.COM 2.1 PICNIK.COM 7.0
Myspace Photos 1.7 Myspace Photos 6.4

© comScore, Inc. Proprietary and Confidential. 13 Australian Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, November 2010
Drop in Reach, Usage of E-mail and Instant Messengers

A smaller proportion of the worldwide population is using webmail and Instant

Messengers, but the percentage drop in reach over the past year has been more
pronounced in Australia than the global average.

E-Mail Instant Messengers

-10% -27%
-4% -12%
68.7% 61.7% 66.6% 64.1% 49.3%
42.3% 37.2%
36.0%

Australia Worldwide Australia Worldwide

2009 Reach 2010 Reach 2009 Reach 2010 Reach

© comScore, Inc. Proprietary and Confidential. 14 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), November 2009 vs November 2010
Email and Instant Messaging

62% of web users in Australia use online Email, and 36% of users use Instant
Messengers. With cell phones nearly ubiquitous in Australia, it is highly likely
that, as comScore has found in other regions, mobile-based text communications
are supplanting PC-based modes such as Email and IM.

Email Instant Messengers

% Reach % Reach

Worldwide 64.1% Worldwide 37.2%

Asia Pacific 52.2% Asia Pacific 22.5%

Europe 67.3% Europe 43.3%

North America 80.2% North America 28.5%

Latin America 77.9% Latin America 70.9%

Australia 61.7% Australia 36.0%

New Zealand 63.3% New Zealand 23.4%

© comScore, Inc. Proprietary and Confidential. 15 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), November 2010
Online Retail Continues to Grow in Australia
Retail Category Growth
More Australians visited Retail sites compared to +12%
+5%
last year, outpacing increases in the global 60.3% 67.3% 61.1% 64.3%
average. Amazon, Apple, and AVG are the top
Retail sites in Australia. Local online retailers also
figure prominently among the list of top sites in
Australia Worldwide
Australia.
2009 Reach 2010 Reach
Top Retail Sites
% Reach
Retail Category
Amazon Sites 19.8
% Reach
Apple.com 18.5
Worldwide 64.3%
AVG.COM 10.8
Asia Pacific 55.3%
Coles Group Ltd 10.6
Europe 73.0%
Ticketek Pty Ltd 8.6
North America 83.7%
Woolworths Limited 7.7
Shopping.com Sites Latin America 63.0%
6.0
GETPRICE.COM.AU 5.7
AVG.COM.AU 4.8 Australia 67.3%

GameStop 3.6 New Zealand 63.8%

© comScore, Inc. Proprietary and Confidential. 16 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), November 2010
Australians Visit Auction Sites At a Rate 50% Greater than the Global
Average
Auctions Category Growth
The Auctions category grew by 14% in reach in +14%
-2%
the past year, driven entirely by visiting to eBay, 42.2%
48.0%
32.6% 32.0%
currently the only substantial Auction provider in
Australia. Globally, the category remained flat over
the previous year.
Australia Worldwide

Top Auction Sites 2009 Reach 2010 Reach

% Reach
Auctions Category
eBay 46.9 % Reach
OZTION.COM.AU 1.4
Worldwide 32.0%
IOFFER.COM 0.9
Asia Pacific 33.4%
Trade Me 0.6
BIDRIVALS.COM 0.6 Europe 39.5%

TAOBAO.COM 0.4 North America 39.7%

PRIZEPALACE.NET 0.2 Latin America 8.2%
DIYTRADE.COM 0.2
PLAY2BID.COM 0.2
Australia 48.0%
Yahoo! Auctions (Intl) 0.2
New Zealand 63.6%

© comScore, Inc. Proprietary and Confidential. 17 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), November 2010
Groupon-Type Sites Are the Latest Craze Down Under

Group buying sites have received a lot of

attention in Australia over the past year.
Cudo, an MSN property, currently leads in
Unique Visitors.

Australian Group Buying Sites

Unique Visitors (000)

cudo.com.au 418.4

spreets.com.au 220.2

jumponit.com 161.2

scoopon.com.au 99.9

stardeals.com.au 65.4

© comScore, Inc. Proprietary and Confidential. 18 Unique Machines Accessing the Internet from Home or Work
Source: CMS Custom Report, December 2010
Growth in Visiting to Airline, Hotel/Resort sites

Australians are keen travelers, and certainly Travel

+6% +6%
make use of the web for travel information and
34.1% 36.2%
planning. The overall category grew by 6 28.7% 30.4%
percent in the past year, on pace with the
Worldwide Average. Australian visiting and
growth of Airline and Hotel/Resort sites
Australia Worldwide
outpaced the global average.
2009 Reach 2010 Reach

Airlines Hotels/Resorts
+13% +6%
+19%
10.6%
15.2% -2% 9.3% 8.4%
12.8% 7.9%
8.0% 7.9%

Australia Worldwide Australia Worldwide

2009 Reach 2010 Reach 2009 Reach 2010 Reach

© comScore, Inc. Proprietary and Confidential. 19 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), November 2009 vs November 2010
Top Properties in Travel Category

Qantas Airlines, which includes sites for both the national airline and its low cost
carrier Jetstar, leads the category with 8 percent of online user visiting the site.
Online travel agents and travel info sites figure prominently in the top 10, as do
low cost carriers Webjet and Tiger Airways.

Top Travel Sites: Australia Top Travel Sites: Australia

% Reach Average Minutes per User

Qantas Airlines 8.0 Qantas Airlines 13.5

TravelAdNetwork 5.8 TravelAdNetwork 4.4
Expedia Inc 5.2 Expedia Inc 9.5
Virgin Travel 4.4 Virgin Travel 11.5
ninemsn Travel 3.4 ninemsn Travel 7.9
WOTIF.COM 3.4 WOTIF.COM 17.2
Flight Centre Limited 3.2 Flight Centre Limited 6.2
WEBJET.COM.AU 3.2 WEBJET.COM.AU 11.8
Tiger Airways 3.2 Tiger Airways 5.9
METLINKMELBOURNE.COM.AU
METLINKMELBOUR… 2.5 METLINKMELBOURNE.COM.AU
METLINKMELBOURNE.C… 8.4

© comScore, Inc. Proprietary and Confidential. 20 Australian Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, November 2010
Visiting to LCA sites continues to grow

Low-cost Airlines are showing increased popularity online all over Asia Pacific.
Growth of Low-cost airlines in the region have outpaced growth of traditional
airlines. In Australia, visiting to Qantas remains the highest among the airlines,
but four low-cost air lines follow close behind, and with higher growth rates.

Asia Pacific UV: Low-Cost Airlines Australia UV: Airlines

AirAsia 3,335 +10% QANTAS.COM.AU 694 +9%

Tiger Airways 1,633 +186% JETSTAR.COM 539 +14%

Jet Airways 659 +11% WEBJET.COM.AU 425 +5%

CebuPacificAir.com 603 +29% Tiger Airways 424 +100%

SpiceJet.com 495 +26% AirAsia 204 n/a

WebJet.com.au 469 +6% Singapore Airlines 117 +21%

GoIndigo.in 379 --- Air New Zealand Limited 58 +1%

NokAir.com 372 +20% VAUSTRALIA.COM.AU 57 +29%

SkyMark.co.jp 354 +28% Cathay Pacific Group 47 +47%

Asia Pacific Audience 15+ accessing Internet from Home or Work Australian Audience 15+ accessing Internet from Home or Work
Source: comScore Data Passport, October 2010 Source: comScore Media Metrix, November 2010

© comScore, Inc. Proprietary and Confidential. 21

Entertainment Visiting is Average, Consumption is Low

Australians visit Entertainment sites at a rate that is similar to the global average,
but stay on these sites for less time than most web users around the globe:
publishers have a limited amount of time to capture the attention of Australians
online.

Entertainment Entertainment
% Reach Average Minutes per User

Worldwide 80.1% Worldwide 171.4

Asia Pacific 73.9% Asia Pacific 145.1

Europe 85.2% Europe 172.7

North America 87.4% North America 241.6

Latin America 82.3% Latin America 164.4

Australia 81.0% Australia 138.9

New Zealand 80.9% New Zealand 149.2

© comScore, Inc. Proprietary and Confidential. 22 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), November 2010
Top Properties in Entertainment

More than half of all web users in Australia visited YouTube in the course of the
month. When they do visit, they stay on the site for a substantial amount of time:
138 minutes, compared to a much more modest 11.7 and 16.8 minutes each for
CBS Interactive and Viacom Digital, respectively.

Top Entertainment Sites: Australia Top Entertainment Sites: Australia

% Reach Average Minutes per User

YOUTUBE.COM 53.7 YOUTUBE.COM 138.8

iTunes Software (App) 36.3 iTunes Software (App)
CBS Interactive 28.2 CBS Interactive 11.7
Viacom Digital 22.2 Viacom Digital 16.8
VEVO 19.3 VEVO 7.8
Break Media Network 11.8 Break Media Network 8.3
Glam Entertainment 11.4 Glam Entertainment 6.5
IMDb 11.0 IMDb 5.3
ninemsn Entertainment 10.3 ninemsn Entertainment 19.6
ToneFuse Music 10.0 ToneFuse Music 3.1

© comScore, Inc. Proprietary and Confidential. 23 Australian Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, November 2010
Online Video in Australia

10.3 MM Unique Viewers

79 % Percent of 15+ Internet Audience

60 % Percent of Total Population

941.4 MM Total Videos

78 MM Total Hours

89 Videos per Viewer

7.5 Hours per Viewer

© comScore, Inc. Proprietary and Confidential. 24 Australian Audience 15+ accessing Internet from Home or Work
Source: comScore Video Metrix, November 2010
Gender Difference is Wider When it Comes to Video Consumption

In contrast with overall Internet usage in Australia, males of all ages spend far
more time watching online video than women. In general, people under the age of
35 are the heaviest video consumers, but men under 35 watch twice as much
video as women the same age.

Average Hours Spent Watching Online Video

By Age and Gender
12.3 12.5

8.5
5.9 5.8 6.3 6.2
4.9
4.1 3.5

15-24 25-34 35-44 45-54 55+

Males Females

© comScore, Inc. Proprietary and Confidential. 25 Australian Audience 15+ accessing Internet from Home or Work
Source: comScore Video Metrix, December 2010
Australian Top Video Properties

YouTube, which accounts for almost all viewing on the Google Sites property, is
by far the most popular Video site in Australia. After Google Sites, Daily Motion
has the heaviest video usage among the top 10. The music video site VEVO is
also highly popular among Australian viewers.

Unique Viewers (000) on Average Minutes Spent Watching

Top Video Properties Video on Top Video Sites

Google Sites 8,043 Google Sites 179.5

Microsoft Sites 2,937 Microsoft Sites 35.2
FACEBOOK.COM 2,323 FACEBOOK.COM 13.9
VEVO 1,710 VEVO 46.4
Viacom Digital 1,481 Viacom Digital 27.1
Yahoo! Sites 1,282
Yahoo! Sites 8.5
DAILYMOTION.COM 772
DAILYMOTION.COM 78.1
Metacafe 654
Metacafe 22.7
Amazon Sites 574
Amazon Sites 7.9
CollegeHumor Media 542
CollegeHumor Media 13.7

© comScore, Inc. Proprietary and Confidential. 26 Australian Audience 15+ accessing Internet from Home or Work
Source: comScore Video Metrix, December 2010
AUSTRALIA: ONLINE SEARCH ACTIVITY

Australian Searchers Share of Searches by Property

11.9 million unique searchers
eBay, 6%
Average 115.4 searches per searcher Google Sites
Google Sites,
Average 4.7 searches per search visit 80% FACEBOOK.COM, 3%
80%
Microsoft Sites, 2%
Total Searches in Australia
Yahoo! Sites, 2%
1.3 billion searches
Ask Network, 2%
1.8 billion search result pages
All Others, 5%
293 million search visits

© comScore, Inc. Proprietary and Confidential. 27 Australian Internet Audience 15+ accessing Internet from Home or Work
Source: comScore qSearch, December 2010
News/Information Categories Continue to Grow

News/Information
More Australians are using the web as a
News resource: 58 percent of web users +10% +3%

visited a News/Info site, compared to 53 58.1% 59.4% 61.2%

52.8%
percent a year ago. General News and
Newspaper sites saw increases, but Weather
sites made the largest jump, with penetration
increasing by 22% over the past year,
Australia Worldwide
compared to 10% global growth for the
category. 2009 Reach 2010 Reach

General News Newspapers Weather

+8% +4% +3% -2% +22% +10%

40.3% 41.3% 42.8% 31.8% 31.2%
37.4% 28.9% 29.9% 15.8%
14.4%
12.4%
10.1%

Australia Worldwide Australia Worldwide Australia Worldwide

© comScore, Inc. Proprietary and Confidential. 28 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), November 2009 vs November 2010
Top Properties in News/Information

Ninemsn’s News & Current Events channel is the most popular News/Information
property in Australia, but we can see that the News/Info market is highly
fragmented. Users in Australia are likely to go to a wide variety of sources, both
local and international, rather than relying on a single News provider.

Top News/Info Sites: Australia Top News/Info Sites: Australia

% Reach Average Minutes per User

ninemsn News ninemsn

& Current Events
News &… 26.5 ninemsn News &
ninemsn Current
News Events…
& Current 29.5
New York Times Digital 18.2 New York Times Digital 5.5
NEWS.COM.AU Sites 17.5 NEWS.COM.AU Sites 48.3
Yahoo! News Network 15.8 Yahoo! News Network 20.6
Australian Broadcasting Corp…
Australian 10.5 Australian Broadcasting
Australian Corp…
Broadcasting 18.8
THEAUSTRALIAN.C…
THEAUSTRALIAN.COM.AU 10.5 THEAUSTRALIAN.COM.AU 27.5
BBC 10.2 BBC 20.9
CNN Network 9.0 CNN Network 8.5
SMH.COM.AU 8.2 SMH.COM.AU 30.0
Mail Online 5.9 Mail Online 8.6

© comScore, Inc. Proprietary and Confidential. 29 Australian Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, November 2010
More than half of Australian web users visit Business/Finance sites

Visiting to Business/Finance sites from Business/Finance

Australia outpaces the global average, with +4% +2%
52.1% reach in Australia compared to 45.2% 52.1% 54.2%
45.2% 46.0%
worldwide. Among Business/Finance
subcategories, Banking is clearly well-
developed in Australia, with reach growing at
5% and reach substantially higher than the Australia Worldwide

WW average. 2009 Reach 2010 Reach

Banking Personal Finance

+5% +1% -5% +3%
19.0% 18.1%
40.6% 42.6%
14.6% 15.1%
26.6% 26.8%

Australia Worldwide Australia Worldwide

2009 Reach 2010 Reach 2009 Reach 2010 Reach

© comScore, Inc. Proprietary and Confidential. 30 Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), November 2009 vs November 2010
Top Properties in Business/Finance

Banks figure prominently among the top Business/Finance sites in Australia, with
the Commonwealth Bank of Australia leading the category with 19.2% reach.
Financial information and news sites are also key in this category, with significant
usage on Bloomberg and Reuters.

Top Business/FinanceSites: Australia Top Business/FinanceSites: Australia

% Reach Average Minutes per User
Commonwealth Bank of Australia
Commonwealth Bank … 19.2 Commonwealth Bank of Australia
Commonwealth Bank … 27.2
Westpac Banking 11.6 Westpac Banking 23.4
PayPal 10.1 PayPal 8.0
ANZ Banking Group 9.7 ANZ Banking Group 21.8
National Australia
National Bank Limited
Australia Bank … 7.3 National
National Australia
Australia Bank …
Bank Limited 27.4
ninemsn Finance 5.6 ninemsn Finance 11.2
Yahoo! Finance 3.2 Yahoo! Finance 17.6
Bloomberg 3.1 Bloomberg 26.2
XE.COM 2.9 XE.COM 3.9
Reuters Sites 2.5 Reuters Sites 20.5

© comScore, Inc. Proprietary and Confidential. 31 Australian Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, November 2010
Heavy/Mod/Light Segmentation of Australian Web Audience

By definition, heavy web users consume far more than their “fair share” of online
time and pages. In Australia, the heaviest 20% of internet users consume 61% of
pages and 61% of all minutes spent online. By contrast, the lightest users, who
make up half the web audience, only account for 9% of pages and 8% of time
spent online.

100%
9% 8%
90%
80% 27%
50% 30%
70%
60%
50% Light
40% Moderate
30% 65%
30% 61%
Heavy
20%
10% 20%
0%
% Composition % Composition % Composition
Unique Visitors Pages Minutes

© comScore, Inc. Proprietary and Confidential. 32 Australian Audience 15+ accessing Internet from Home or Work
Source: comScore Segment Metrix, November 2010
What Types of Sites Contribute Most to Heavy/Light User Activity?

Heavy users spend more time online and visit a wider variety of sites. Light web
users, in contrast, tend to stick to the “standard” sites that are popular with
everyone, such as Portals and SNs. Sites where each group spend more than
their “fair share” of time give an indication of the differences in focus for each
group: heavy users are online for entertainment and communication purposes;
light users are using the web for convenience in shopping and banking.
Heaviest 20% Web Users Lightest 50% Web Users
• Job Search • Portals
Most • Politics • Social Networking
Likely to • Humor • Entertainment
Visit: • Beauty/Fashion/Style • Photos
• Incentives • Multimedia

• Mall
• Instant Messengers
• Retail – Music
Spend • Humor
• Computer Software
More • Teens
• Computer Hardware
Time On: • Blogs
• Banking
• Radio
• Tickets

© comScore, Inc. Proprietary and Confidential. 33 Australian Audience 15+ accessing Internet from Home or Work
Source: comScore Segment Metrix, November 2010
 Top 10 Internet Properties in Australia

% Reach of Australian Internet Population Average Minutes Per Visitor

Microsoft Sites 95.9 Microsoft Sites 234.3

Google Sites 92.0 Google Sites 150.7

FACEBOOK.COM 75.5 FACEBOOK.COM 305.4

Yahoo! Sites 53.8 Yahoo! Sites 55.5

eBay 46.9 eBay 55.6

Apple Inc. 41.6 Apple Inc. 4.8
Wikimedia
Wikimedia Foundation …
Sites 37.2 Wikimedia
Wikimedia Foundation … 13.6
Sites

Glam Media 30.7 Glam Media 7.8

Ask Network 29.7 Ask Network 6.3

Telstra CorporationTelstra
Limited… 28.3 TelstraTelstra Corporation
Corporation Limited… 22.8

Top 10 Properties account for 56% of all time spent online in Australia

© comScore, Inc. Proprietary and Confidential. 34 Australian Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, November 2010
comScore Leverages Rich Panel Data to Deliver Unique and Broad
Digital Business Analytics

2 Million Person Panel The Only Global Measurement

°View of Person Behavior
360° of Audience and E-commerce

170+ Countries Under Measurement

43 Markets Reported

© comScore, Inc. Proprietary and Confidential. 35 V0910

Global Coverage, Local Presence

comScore Locations

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comScore History of Leadership and Innovation

To Unify census + panel measurement

To provide behavioral ad effectiveness
To measure the search market
To meter mobile user behavior
1 st
To measure
video streaming

To deliver a worldwide Internet audience measurement

To build and project from 2 million+ longitudinal panel

To monitor and report e-commerce data

Global Shaper
Company
2010
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